This textbook offers an effective and easy to understand approach to the study of fundamentals of marketing. It covers the syllabus of most of the universities with MBA, PGDBM, M.Com., BBA and B.Com. disciplines offering a course on marketing and advertising. It comprehensively deals with marketing concepts, principles and practices and presents real-life case examples and applications of successes and failures of products and services in the market place. One may learn various marketing terms, concepts, jargons and applications from this textbook which help readers to understand the subject. Text and images show why some products have greater customer appeal and are successful than others in the market place. Each chapter provides an overview of key points and application scenarios. Apart from the aforesaid students, the book will also prove an asset to the research scholars, teachers and those students who are preparing for UGC NET and SLET examinations.